Thakur
Banned
- Joined
- 30 Aug 2013
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The Mahabharat is the world’s longest poem
and one of two major Sanskrit epics in India.
Possibly dating back to the eighth or ninth
century BC, it tells the story of the Kuru clan
of India and primarily focuses on the
antagonism between the cousin brothers of
the family, which eventually leads to a civil
war.
The epic has been inspiring and entertaining
Indians for several centuries now. Twenty-
first-century Indians are no exception to this
rule, and many have been glued to their TV
or computer screens over the past year,
watching the half-hour “Mahabharat” TV
serial on the Hindi channel Star Plus, every
weekday.
TRP rating estimations place the viewership at
9.3 million a week , putting it in second place
in the crowded Hindi TV serial space. But as
befits this day and age, the serial has taken
on multiple “avatars” to promote and market
itself. Social media is a major aspect of its
strategy, aiming to pull in the younger
demographic.
The series debuted in September 2013, and
Star Plus began their social media campaign
prior to the launch with targeted Facebook
and Twitter ads. Moneycontrol.com reports
that Star Plus “bought trends for two days
and ensured #AajKaMahabharat stayed on
top of Twitter’s chatter charts. According to a
source at a rival channel, Star reportedly
paid Rs. 300 million ($5 million) for this
partnership with the site.” The channel also
roped in well-known mythologist Devdutt
Pattanaik for a Twitter Q&A with fans. Here’s
a sample of one of his conversations: Ancient Epic ‘Mahabharat’ Comes to Life on Indian TV and Social Media · Global Voices
and one of two major Sanskrit epics in India.
Possibly dating back to the eighth or ninth
century BC, it tells the story of the Kuru clan
of India and primarily focuses on the
antagonism between the cousin brothers of
the family, which eventually leads to a civil
war.
The epic has been inspiring and entertaining
Indians for several centuries now. Twenty-
first-century Indians are no exception to this
rule, and many have been glued to their TV
or computer screens over the past year,
watching the half-hour “Mahabharat” TV
serial on the Hindi channel Star Plus, every
weekday.
TRP rating estimations place the viewership at
9.3 million a week , putting it in second place
in the crowded Hindi TV serial space. But as
befits this day and age, the serial has taken
on multiple “avatars” to promote and market
itself. Social media is a major aspect of its
strategy, aiming to pull in the younger
demographic.
The series debuted in September 2013, and
Star Plus began their social media campaign
prior to the launch with targeted Facebook
and Twitter ads. Moneycontrol.com reports
that Star Plus “bought trends for two days
and ensured #AajKaMahabharat stayed on
top of Twitter’s chatter charts. According to a
source at a rival channel, Star reportedly
paid Rs. 300 million ($5 million) for this
partnership with the site.” The channel also
roped in well-known mythologist Devdutt
Pattanaik for a Twitter Q&A with fans. Here’s
a sample of one of his conversations: Ancient Epic ‘Mahabharat’ Comes to Life on Indian TV and Social Media · Global Voices
